Drop And Make It Heavy!

SEVENOAKS, KENT, 12TH MARCH 2018: Rotosound is continuing its 60th anniversary year of new product innovation, launching its first set of electric guitar strings, specially formulated for playing with different tunings.

For fans of alternative tunings, such as Drop D or DADGAD, three new electric guitar gauges have been added to the Roto Nickel on Steel range. Specifically created for detuning, and to dispense with the need to mix and match different strings from different sets, the packs offer varying feel and tensions dependent on scale length and are as follows:

Roto Whites - 11 • 15 • 22 • 30w • 42w • 54w

Roto Silvers - 12 • 16 • 24 • 32w • 44w • 56w

Roto Blacks - 12 • 16 • 30 • 34w • 46w • 60w

The sets, which are designed and manufactured completely in the UK, are available via local or online dealers now with an RRP of £7.95.

"It's all about the strings with Rotosound," said chairman Jason How, "and we aim to provide our new and loyal customers with all the options they need to enhance their music, improve their sound or add something different to what they normally play. A lot of guitarists like to experiment with different tunings, but it can be a bit of an improvised process. Now, straight out of the pack you can put our strings on and know that they will look, feel and sound complete."

The new launch is part of a year of innovation for the British string manufacturer, which is celebrating its 60th anniversary in 2018 and has reached the landmark while undergoing a significant period of expansion to its distribution business.

Formed in 1958 by James How as a UK-based, family-owned and operated company, the firm has become an icon of the British music industry and continues to manufacture its high-quality range of strings in the UK.

The brand was championed early on by music icons like Jimi Hendrix, John Entwistle and Geddy Lee and Rotosound strings are synonymous with the British Tone. Rotosound is the home of legendary products such as Swing Bass 66 strings, created in collaboration with Who bassist, Entwistle. As well as success as a manufacturer, Rotosound has greatly expanded its distribution business over the last 12 months, taking on UK distribution for Dutch music group, The Music Alliance (TMA), with access to its full range of instruments and accessories, totalling more than 17,000 products.

About Rotosound

Rotosound has been creating, designing and making strings for 60 years. By helping music icons like Jimi Hendrix, John Entwistle and Geddy Lee to create their amazing sounds, Rotosound strings have become synonymous with the British Tone. Renowned throughout the world, Rotosound is the home of legendary products such as Swing Bass 66 and Roto strings and is justifiably proud to be part of rock history.

Founded in 1958 by James How as a small, UK based, family-owned and operated company, Rotosound core values are little changed today. More sophisticated machines, designed and built by the late founder’s son, Jason How, still produce high quality instrument strings using only the best materials and a great team of people who really love what they do. Each string is physically and visually inspected at every stage of the manufacturing process to get maximum consistency, ensuring each one is unrivalled in tone, tuning stability and durability.

James was and Jason is a musician and engineer with vision and passion whose leadership helped Rotosound becoming one of the foremost string manufacturers in the world. Rotosound products combine musical knowledge, heritage and state of the art production methods to produce strings that bring music to life. Jason, following in his father’s footsteps, works relentlessly to invent new machines, reinvent strings and rediscover products like the Vintage Fuzz Pedal. Rotosound, whilst staying faithful to the originals, improves on them by the use of contemporary up to date technology and components such as new foil packaging, which ensures strings reach customers as fresh as the day they leave the factory.

Now sold in more than 80 countries across the globe, Rotosound strings are not only used by some of the greatest guitarists and bassists, but continue to attract the best of the current and up and coming musicians. For over fifty years now their strings have changed the sound of rock and have been used on some of the most amazing albums recorded by some of the best artists in the business including Duff McKagan (Guns ‘n’ Roses / Velvet Revolver), Billy Sheehan (Mr Big), Noel Reading (Jimi Hendrix), Guthrie Govan, Steve Harris (Iron Maiden) and Roger Waters (Pink Floyd). Rotosound are also the choice of strings for many of the world’s most contemporary successful bands such as The 1975, Rival Sons and Florence & The Machine.

Rotosound strings have played a large part in the history of rock music and the company plans to continue drawing on this rich legacy to continue being a major influence for decades to come.